Influence of celebrity factors, consumer attitude and involvement on shoppers' purchase intention using hierarchical regression
Year of publication: |
2019
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Authors: | Arora, Nilesh ; Prashar, Sanjeev ; Parsad, Chandan ; Tata, Sai Vijay |
Published in: |
Decision. - Calcutta : Inst., ISSN 0304-0941, ZDB-ID 196771-X. - Vol. 46.2019, 3, p. 179-195
|
Subject: | Celebrity endorsement | Celebrity attractiveness | Celebrity-product congruence | Consumer involvement | Attitude towards the advertisement | Purchase intention | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Werbewirkung | Advertising effects | Werbung | Advertising | Markenimage | Brand image |
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